And if we did it at 3pm EST it would be the crack of dawn for those down under. Though, since the world is an oblate spheroid, is anyone really any more down than the other?

3pm EST has it's issues as does 9pm EST. I personally don't like flying at 3pm until 6 or 7 because it destroys my day. Things need to be done during the daylight hours. There are others like me, there are those who think the timing is better if done during the day so they can have thier nights.
Ah, the wonderful side effects of our globalized society..

PS: Anyone else's spell checker broken?